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Industry and consumer insight

The latest industry and consumer information on tourism in Scotland.

With millions of visitors each year, there’s a lot about Scotland’s ever-evolving tourism industry to be examined and understood. Think of the economic contribution visitors bring and the way they spend their time here. This section of our site has fascinating, digestible, and relevant information on these and other sides of our industry.


Find out more about who our visitors are and what’s important to them

In today’s rapidly changing world, having an informed outlook is vital. We cover a wide range of topics, regions, and areas of business for you to drill down into.

Explore everything from our markets to emerging trends, offering you a better understanding of the industry. You can also find out more about your area to use in your business plan or even out of curiosity.

Tourism and hospitality business are increasingly sensitive to consumer trends and economic conditions. So, it’s important that you know what’s on the horizon.

Our Insight team combines consumer perspectives with industry knowledge. This allows Scottish tourism to meet the challenges of today’s marketplace. You can benefit from this research as it informs you of:

  • developing trends in the tourism sector
  • current industry performance
  • visitors’ attitudes and experience of Scotland
  • characteristics of domestic and international visitors